For Industry Partners

We Know Your Buyer Because We Advise Them

Most fintech marketing teams build personas from CRM data and conference panels. We build ours from sitting across the table from CFOs, controllers, and AP managers — diagnosing their actual problems, in their actual workflows.

That’s the difference between content that sounds right and content that converts.

What We Do for Fintech Vendors

Product Positioning & Messaging

• ICP definition grounded in real buyer behavior (not aspirational TAM slides)
• Competitive differentiation that holds up in a bake-off
• Messaging frameworks for sales, marketing, and product

Go-to-Market Strategy

• Segment prioritization — which verticals and company sizes to attack first
• Channel strategy for mid-market B2B (hint: it’s not PLG)
• Launch planning for new products and features

Sales Enablement

• Battlecards built from actual competitive experience
• Objection handling guides rooted in buyer psychology
• Demo scripts and talk tracks for specific personas (CFO vs. AP Manager vs. IT)

Content & Thought Leadership

• Blog posts, white papers, and email sequences that speak the buyer’s language
• Webinar and event content strategy
• Analyst and influencer relationship guidance

Why Us

• 20+ years in B2B payments and AP automation — we’ve evaluated hundreds of products from the buyer side
• Founded and ran PayStream Advisors — the leading research firm in this space
• Product leadership at Paymentus and Corpay — we’ve been in your shoes, building and selling
• Active advisory work with operators — we hear what your buyers actually say when vendors aren’t in the room

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For Investors & Acquirers

Commercial Diligence for B2B Payments & Fintech

When you’re evaluating a B2B payments or AP automation company, the pitch deck tells you what the founders believe. Diligence tells you what’s real.

We provide commercial diligence and market intelligence for PE firms, growth equity investors, and strategic acquirers operating in the payments and fintech space.

What We Deliver for Investors

Market Assessment

• Market sizing and segmentation for specific payment verticals
• Growth driver analysis — what’s structural vs. cyclical
• Regulatory and compliance landscape (NACHA, PCI, interchange)

Competitive Positioning

• Product capability comparison against direct and adjacent competitors
• Win/loss pattern analysis
• Moat assessment — is the differentiation real or temporary?

Customer & ICP Validation

• ICP fit analysis — is the company selling to the right buyers?
• Customer concentration and churn risk
• Expansion revenue potential and cross-sell opportunity

Product & Technology Review

• Platform architecture assessment (build vs. buy vs. partner)
• Integration depth and switching cost analysis
• AI/ML capability evaluation — real capability vs. marketing

Operational Due Diligence

• Go-to-market efficiency and sales motion analysis
• Customer acquisition cost and payback modeling
• Revenue quality — recurring vs. transactional vs. services

Past Coverage Areas

AP Automation · B2B Payments · Virtual Cards · Procurement Tech · Invoice-to-Pay · Supply Chain Finance · Payment Fraud · ERP Payment Integration · Commercial Card Programs · Dynamic Discounting

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